thought leadership: positioning yourself as an expert in the marketplace

THOUGHT LEADERSHIP POSITIONING YOURSELF AS AN EXPERT IN THE MARKETPLACE DEC 17, 2014

Sheboygan County Chamber

HI, I’M DANA VANDENHEUVEL

Professionally Personally Socially

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/marketingsavant

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• WHAT IS THOUGHT LEADERSHIP MARKETING?

• WHY BECOME A THOUGHT LEADER?

• HOW DO WE BECOME A THOUGHT LEADER?

• HOW HAVE OTHERS USED THOUGHT LEADERSHIP?

• ACTIVATING THOUGHT LEADERSHIP

• THOUGHT LEADERSHIP SELF-ASSESSMENT

PRESENTATION ROADMAP

WHAT IS THOUGHT LEADERSHIP?

RainToday.com

“Thought leadership centers on earning trust and credibility. Thought leaders get no4ced by offering something different—informa6on, insights, and ideas – for instance. Thought leadership posi4ons you and your company as an industry authority and resource and trusted advisor by establishing your reputa4on as a generous contributor to your industry.”

THOUGHT LEADERSHIP IS A WAY OF BEING

- Brian Carroll Author of Lead Generation for the Complex Sale

“It’s not about trying to pontificate on how great you are, or just trying to edify yourself. In a lot of ways, it’s truly a way of being. It’s something you can’t say about yourself… it’s really what others say about you.”

THOUGHT LEADERSHIP IS (ALSO): •  Possessing a genuinely

innovative insight into what the consumer really wants

•  Not just being heard in important debates but being able to lead and shape conversations by saying something that matters

•  Not just appearing in leading publications online and off, but being seen as the go-to source of opinion

•  Not just thinking and expressing but integrating the thought leadership into new products

•  Not just marketing but entering adjacent markets

Inspired by: http://ngethinktank.com/2011/07/09/the-growth-of-thought-leadership-as-a-marketing-strategy/

THOUGHT LEADERSHIP HAS MANY POSITIVE OUTCOMES…AND STANDS UP TO TODAY’S TOUGH BUYING ENVIRONMENT

•  Coherency out of marketplace chaos •  Diminished price resistance •  Valid and credible value proposition •  Self-qualified leads & opportunities •  Shortened sales cycles •  Initiates an ongoing market dialogue •  Prospects experience your value before

buying •  Gets buyers invested in your ideas before

purchasing •  Growth in media placements & requests •  Improves search engine find-ability

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Customers Are Cutting Suppliers Out of Their Learning...

Today’s customers are typically 57% of the way through their purchase process before they contact suppliers. Marketing needs to be present where customers are doing the bulk of their learning.

Source: Corporate Executive Board

•  There are two types of brand leaders in a category: the market leader and the thought leader.

•  The thought leader is the one that everyone talks about

•  Thought leaders innovate through their behavior

•  Thought leaders choose to break some industry conventions, while rooting themselves in others

9 Source: Morgan, Adam. Eating the Big Fish. New York: John Wiley & Sons, 2009.

BECAUSE THOUGHT LEADERSHIP IS THE PATH TO CHOOSE IF YOU’RE NOT THE MARKET LEADER

Representation

Medium

Product & Service Experience

Product Performance

Neighborhood & Network

Relationship

Conventions

BECAUSE THOUGHT LEADERSHIP GETS THE ATTENTION OF TODAY’S BUSINESS BUYER

•  9 of the top 11 effective ways of getting a business buyer’s attention involve Thought Leadership Marketing

How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)

Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations

Article in the business or trade pressInvitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorshipOnline advertisement

Vendor's blogTV or print advertisement

Phone call from a sales representative from the service firmEmail from a sales representative from the service firm

Direct mail brochureConference sponsorship

Electronic newsletter from the service firmWhite paper offered on the Internet

Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)

Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations

Article in the business or trade pressInvitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorshipOnline advertisement

Vendor's blogTV or print advertisement

Phone call from a sales representative from the service firmEmail from a sales representative from the service firm

Direct mail brochureConference sponsorship

Electronic newsletter from the service firmWhite paper offered on the Internet

Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)

2.02.22.32.32.32.3

2.52.82.9

3.13.23.33.43.4

3.73.7

Source: ITSMA, How Customers Choose Study, North America

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“Traditional approaches to B2B marketing are losing their impact. Today, B2B marketers are turning to thought leadership marketing as a way to differentiate their organization, products and services in an increasingly competitive market.” “Thought leadership marketing helps to position you as trusted advisor in your industry.”

BECAUSE THOUGHT LEADERSHIP WINS THE SALE

Source: Economist Intelligence Unit

A Cahners Research study of business-to-business buyers shows that selling professionals who become trusted advisors and understand the needs of economic buyers are 69% more likely to come away with a sale.

BECAUSE MARKETING IS CONVERGING ON THOUGHT LEADERSHIP & INSIGHT SELLING

BECAUSE OF THE GROWING CHORUS OF TLM ADVOCATES •  The Gartner Group cites Thought

Leadership Marketing (TLM) as a major business trend that was incubated in high technology and consulting circles but is now rapidly becoming an established field in marketing and a basis of competitive differentiation.

•  The Economist Intelligence unit identified Thought Leadership Marketing as a top “Megatrend” in B2B marketing. B2B marketers view “positioning the business as a thought leader in the industry” and “standing out from the competition” as top challenges.

•  A recent analysis by the Corporate Executive Board shows that high value customers like business clients, wealthy individuals or chief financial officers are increasingly demand education and advice as part of the sales experience.

•  Forrester Research also has ongoing thought leadership research projects.

THOUGHT LEADERS ATTAIN THEIR STATUS IN THE MARKET – ONE CANNOT SIMPLY CLAIM THOUGHT LEADERSHIP

“Thought leadership is the recogni4on from the outside world that the company deeply understands its business, the needs of its customers and the broader marketplace in which it operates.” Elise Bauer

Thought Leadership

Intellectual Capital & Content

Thought Leadership Execution

Resonance Industry Recognition

Followership of Ideas

Movement of Ideas in the Marketplace

INDIVIDUAL THOUGHT LEADERS RISE ABOVE THEIR PEERS ON THEIR UNIQUE POINT OF VIEW

Competence, purpose and core market

understanding inform the point of view & thought

leadership platform. Thought leaders

outshine their competitors who

compete on price and advertising.

Strategic use of TLM tools and channels with

media collaboration garner your share voice

in the industry and spark the industry

dialogue around your ideas.

As buyers seek out more real market

dialogue, SOV is an increasingly important factor contributing to marketplace success.

Thought leaders and trusted advisors occupy

the greatest share of mind among business buyers.

Share of mind predicts share of market.

Thought Leadership Marketing steadily

increases your SOM with buyers, growing your share of market.

HIDDEN TALENT VISIBLE EXPERT

THOUGHT LEADERS DEVELOP… A THOUGHT LEADER’S MINDSET

Love what they do

Have the drive to teach

Reach out & communicate

Take risks with messaging

Balance confidence & curiosity

Put in the time today

Persistent presence

Everyone is in Marketing

Source: RainToday.com Report on Thought Leadership

Thought Leadership Opportunity

THOUGHT LEADERS RECOGNIZE OPPORTUNITY IN THEIR INDUSTRY

Gap in the Conversation •  Customers •  First-mover •  Economic

Prediction Opportunity •  Where is the market going? •  What weaknesses exist? •  Shape and shift the dialogue

Significant Industry Shift

•  Trends •  Competitors •  Technology •  Counter-cycle

Window of Opportunity •  Legislation •  First-mover •  Economic

THOUGHT LEADERS DEVELOP AND CURATE A UNIQUE POINT OF VIEW

Source: The Bloom Group’s 2006 survey, Attaining Thought Leadership

Point of View

Novelty Develop a

unique problem diagnosis

Relevance Meet a specific

market need

Validity Provide a

solution that is proven effective

Practicality Demonstrate implement-

ation

Focus Develop a

single, fundamental

message

Rigor Deliver your TL with tight,

consistent logic

Clarity Language that resonates with

the target

By "point of view," we mean demonstrating uncanny insights on a business problem in the world—its impact on companies, what’s driving it, why conventional approaches to solving it fall short. Even more important, a point of view must explain how to solve the problem at hand, with real examples that substantiate the solution.

- Bob Buday, The Bloom Group

DEVELOP A SINGLE FOCUSED MESSAGE

•  Born of customer-inspired insight. •  A strong point of view must have a single,

overriding message that can be stated in one or two sentences.

•  All explanation and evidence should reinforce the main message.

•  The message should be clear, specific, and intriguing, because of its relevancy and novelty.

•  It should deliver one or more of the following: –  a new way of thinking about an issue, –  a new solution to an emerging or existing

problem, –  a new insight into a trend or phenomenon, –  a new set of experiences that reinforce or

contradict conventional thinking or practice.

EXPRESS A NOVEL PROBLEM DIAGNOSIS

•  A point of view must be unique and break new ground.

•  To ensure that their ideas are novel, a firm must be thoroughly aware of other points of view on the topic, both those in business and academia.

•  A novel point of view can address a topic that has been addressed by others (e.g., Sarbanes-Oxley, organizational change management, labor negotiations)—but only if it sheds new light on the nature of the problem and/or the solution.

•  A new “label” applied to a previously stated problem or solution, new case example of an existing issue, or new statistics underscoring an oft-discussed challenge do not make a point of view novel.

EXPRESS A SOLUTION WHICH RESONATES WITH RELEVANCE TO YOUR TARGET AUDIENCE

•  A point of view must meet a critical and specific market need.

•  It must demonstrate a “case for action.” •  The target client must believe they share

the problem and that they have to take action now.

•  If a target audience is unaware of a problem that a firm discusses, the firm must provide solid evidence that the problem exists.

•  This requires real-life examples, statistics that point to an inescapable trend.

PUBLISH CONCEPTS THAT ARE PROVEN AND VALID

•  A firm’s solution must be supported with strong evidence of how the solution works and where it has been used.

•  This proof must take the form of case studies of organizations that are willing to go public and will vouch for the efficacy of the solution.

•  If a point of view’s validity cannot be proven conclusively, it is just an interesting theory.

DEMONSTRATE THE PRACTICALITY OF YOUR IDEAS

•  A firm must demonstrate that its solution can be implemented.

•  The point of view must outline and detail the approach, and must demonstrate that the firm knows the biggest barriers to implementing its approach and how to resolve them. A firm must guard against communicating blatantly that its target clients need outside help to adopt the solution.

•  The difficulty of the problem and the solution— and the insights and experience the firm demonstrates through its point of view—should make it clear to the target audience that it needs assistance.

CRAFT YOUR SOLUTION WITH RIGOR AND LOGIC

•  A point of view must have tight, consistent logic throughout.

•  Assertions must follow from previous assertions, and must be grounded in fact and be defendable.

•  The logic of the argument must follow the form of problem/solution.

•  Logic “gaps”— assumptions made by the content experts that may not be held by the target audience—must be filled.

DELIVER YOUR POINT OF VIEW WITH ABSOLUTE CLARITY •  A point of view must be communicated in

language and concepts that the target audience understands—not the firm’s language and vernacular.

•  A point of view can be communicated in a compelling way through the use of such writing devices as analogies, metaphors, anecdotal leads, and hypothetical examples.

•  The structure of the point of view should be: –  statement of problem; –  brief statement of solution and benefits of

solution; –  elaboration of problem; –  elaboration of solution (with examples); –  challenges to implementing the solution;

and –  summary/case for taking action now.

THOUGHT LEADERSHIP MARKETER: MIRON CONSTRUCTION

THOUGHT LEADERSHIP MARKETER: PHEEDO

•  Start the conversation & set the tone for a new industry

•  First to market with data & expectations

•  Built on blogging & community •  Strong media & speaking presence •  Over 50% of growth attributed to TLM

activities

THOUGHT LEADERSHIP CATALYST: THE PHEEDO PHEED READ REPORT

•  Created “industry first” data, reports and research

•  Generated over 2000 media men:ons, 20 analyst calls, 70 speaking engagements and over $1M in new business

•  Thought leadership posi:on is s:ll unmatched by compe:tors today

•  Secured stories in WSJ, NY Times, Ad Week, Ad Age, Business 2.0, and over 25 other major press hits in just 2 mos.

THOUGHT LEADERSHIP PLAN: PHEEDO

THOUGHT LEADERSHIP MARKETER: LIFEMEETSWORK.COM

•  Startup company successfully launched using thought leadership principles

•  Executed full 12 month social media & thought leadership plan

•  Chosen by Deloitte and Sara Lee to lead a Flex Work roundtable session & research project

LIFE MEETS WORK WORK/LIFE ISSUES RESEARCH REPORT

•  Take a thought leadership posi:on during Na4onal Work & Family Month

•  Industry wide survey that reached the top work-‐life Fortune 500 leaders

•  Used to influence pending work/life legisla:on (gathered support from direct compe:tors)

•  Garnered over 100 media men:ons •  Generated over 140 new leads for LMW services

Thought Leadership Toolkit ü Research survey ü Whitepaper ü Media rela:ons ü Blogger rela:ons ü Webinar ü Lead follow-‐up and nurturing

PUBLISH CONTENT IN MANY FORMS

CONTENT THAT

WORKS!

FINDING CONTENT THAT WORKS – THE CHALLENGE THAT PLAGUES ALL THOUGHT LEADERSHIP EFFORTS

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x What your brand can say to move

consumers closer

What consumers want

to hear from your brand

BRANDS THAT HAVE NOT GIVEN PEOPLE A REASON TO CARE IN THE REAL WORLD CANNOT DO SO ONLINE

71% OF MILLENNIALS WOULD RATHER GO TO THE DENTIST THAN LISTEN TO WHAT THEIR BANKS ARE SAYING.

– SCRATCH/VIACOM, 3/14

§  Awareness

§  Consideration

§  Purchase Intent

§  Purchase

§  Inbound Traffic

DIFFERENTIATION

CATEGORY

USE THE THOUGHT LEADER’S TOOLKIT

GET YOUR ENTIRE ORGANIZATION INVOLVED IN CONTENT CREATION •  Content has emerged as the centerpiece of most companies’ customer engagement efforts •  Due to the rise of lead nurturing programs, blogging and social media, search optimization,

emphasis on providing richer user experiences, and consultative selling methodologies •  “Content still seems to be everyone’s job and no one’s job.”

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USE YOUR COMPLETE, CORRECT AND ACTIVE LINKEDIN PROFILE

1

2

3

4 5

AN EFFECTIVE LINKEDIN MARKETING APPROACH BEGINS WITH USEFUL AND SHAREABLE NATIVE CONTENT

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Recommended LinkedIn Content •  Articles

•  Blogs/micro-blogs

•  Case studies

•  Links to digital videos

•  E-newsletters (link to)

•  Illustrations and graphics

•  Industry events/trade shows

•  Infographics

•  Product demonstrations

•  Slide decks/presentations

•  Soundbites/comments in social media

•  Web copy (core and microsites)

•  Web-based tools/applications

•  Webinars

•  White papers/research reports/e-books

Content must match the context: keep it professional, helpful, and aspiraOonal.

Display Ads (3 sizes) Text Ads

Company Updates Develop a content calendar to share your best content

Sponsored Updates “Boost” your best content from the newsfeed

Direct Sponsored Content Content that won’t show up on the company page, but

will show in target prospect news feeds

Links to YouTube Videos * Video links play directly in the feed

www.marketingsavant.com 888.989.7771 The MarketingSavant

Group

CONNECT WITH THOUGHT FOLLOWERS

•  Track who is looking at your profile, then research those people and their companies in more depth

•  Follow-up with a connection request, phone call, e-mail or InMail

SHARE ARTICLES FROM YOUR BLOG

•  Share with your LinkedIn connections •  Email to your prospects and clients •  Contribute to industry forums •  Print out for your next client visit

CURATE INSIGHTS FROM INDUSTRY SOURCES

•  Use in status updates to LinkedIn •  Send links to your network •  Share in LinkedIn Groups •  Share on other social media profiles

DOES YOUR THOUGHT LEADERSHIP EMBODY BOLD ATTRIBUTES?

•  To assess the strength of your thought leadership position, place a 1 in each box that you feel you have achieved.

•  If you score below a 7, your thought leadership efforts will not have the strength to drive business and your brand.

•  Strengthen your position on the missing attributes and rescore.

45 Source: Forrester Research, Inc.

HAVE YOU CONSIDERED AN ONLINESS STATEMENT?

The Onliness Statement distinguishes your organization from every other organization. It is a positioning statement that says what you do and for whom, and what makes it unique.

Onliness Our brand is… Harley Davidson is…

What: The only (category) The only motorcycle manufacturer

How: that (differentiation characteristic)

that makes big, loud motorcycles

Who: for (customer) for macho guys (and “macho wannabes”)

Where: in (market geography) mostly in the US

Why: who (need state) who want to join a gang of cowboys

When: during (underlying trend) in an era of decreasing personal freedom.

"OUR BRAND IS THE ONLY _____ THAT ______."

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What: The only (category)

How: that (differentiation)

Who: for (customer)

Where: in (market/geography)

Why: who (need state)

When: during (underlying trend)

What:_________________

How:__________________

Who:__________________

Where:________________

Why:__________________

When:_________________

WANT TO LEARN MORE? TRY THESE THOUGHT LEADERSHIP MARKETING RESOURCES

•  The Pyramid Principle, Barbara Minto •  Get Slightly Famous, Steven Van Yoder •  Sustainable Thought Leadership, Sari Aapola •  Brand Stand, Craig Badings •  Thoughts on Thought Leadership, Robert Buday and Bernie Thiel •  Value Forward Marketing, Paul R. DiModica •  The Challenger Sale, CEB •  The Trusted Advisor, David Maister •  How to Become a Thought Leader, RainToday.com

THANK YOU! QUESTIONS?